Neuromarketing - Seeing the Unseen: Effect of In-Store Category Artwork, Structures and Packaging on Shopper’s Buying Behaviors in Pakistan

Abstract

Neuromarketing in the simplest terms is the intersection of brain research and marketing. Neuromarketing combines cognition, technology, and marketing. Neuromarketing is a relatively young branch of marketing that examines how consumers react to marketing stimuli. The term "neuromarketing" refers to the use of neuroscience in the marketing process. The neuromarketing impact of packaging and labeling on consumer buying behavior was examined in this paper; as packaging is a critical way of transmitting product information. The attraction of a product is maintained by the color, substance, design, and creativity of its packaging, which should be simple to handle and aesthetically appealing. Color, design, packaging material, or size, as well as the packaging's ease of handling or reuse, can influence a customer's willingness to buy. For instance, pet bottles may be used for a number of purposes around the home. Regardless of the size or form of the goods, all packaging materials have a direct effect on the purchase behavior of the client. While packaging material has a direct impact on customer purchasing choices for most items, when it comes to food, information is critical to the consumer. Packaging and product information may be a more successful marketing tactic than conventional advertising since the brand speaks for itself. The movement of packaging operations throughout the value chain has been shown to have an effect on customers and goods. Packaging serves as an advertising and communication tool. Today, product and store displays, product mix, and container design all affect impulsive purchases. The practice of directly measuring a subject's reaction to certain items, packaging, advertising, or other marketing aspects via the use of brain imaging, scanning, or other brain activity measurement equipment.